How to Drive a Full Funnel Experience Using CRM

Video Transcript

Marina McManaway

Today, we’re going to talk about segmented advertising and how you can use your CRM audiences to drive a full funnel marketing experience.

Michael Bird

Yeah, so what we’re looking at a lot right now is how we pull in not only the lead data from the customer’s CRM, but also pulling in the opportunity stage. And the reason that that’s important is that people need to hear different messages at different stages of the buying process. And so if we can pull in an opportunity stage, which usually reflects where the customers is in terms of them buying our client’s product, that can tell us what type of content and call to actions they need to hear in order for them to move to the next stage.

So for example, someone at the top of the funnel – for an automotive client – doesn’t want to go straight to a test drive sometimes. They want to download information about a car, whereas someone that’s further down the funnel that might have already been on the client system, we want to have a harder call to action and that can be a test drive, for example. And all of that data will be sitting inside the CRM just waiting to be activated.


Yeah. And the idea behind that is that once someone becomes a lead they shouldn’t be excluded from social advertising. You should continue to advertise to them and even bring them to the next opportunity stage or stage in your funnel.


Totally. And I think it’s really easy to discount people that are in your existing CRM data and people that are further down the funnel, so they might even have a contract sitting with them, because the audience size is so small.

But the reality is, that’s where the most amount of revenue and opportunity is actually sitting, so having the opportunity to be able to send that person an ad or continue to have a conversation on a one to one basis through social media for $5 or $10 to send a thousand of these kind of ads is ridiculously good value and probably some of the highest ROI you can spend because they’re so far through the process.


Yeah. You’re always better off kind of spending that money on people who are already in your sales funnel than trying to go get new prospects.

No Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

The 6 Email Nurtures To Set You Up For Success

A quick question for you: Are you still sending one-off email campaigns with no clear intentions or progression? Do you feel that your contacts are...

How To Optimise Your Channel Mix in a Changing Property Market

It’s no secret that we’ve seen the property market soften through the back end of 2022 and into 2023. As we turn our focus to FY24, looking...

4 Simple Steps To Make Copywriting Easy

There is no doubt that Artifical Intelligence (AI) is becoming the way of the world… and at a very fast rate. Popular AI platforms such as ChatGPT...

4 Easy Ways To Build Your Instagram Sales Funnel

Let’s face it, mastering the craft of Instagram advertising can feel a little bewildering. With so many voices on this platform, it can be tricky...

Making the Most of Your Database in a Challenging Property Market

As an account manager at Social Garden, I've had the privilege of working closely with our property clients during the challenging market of...

5 Zesty Tips For Your Zapier Integrations

Streamline your lead generation and curate your ideal sales process If you’re reading this, you might have already worked with integrations and...

Video Content 101

The year is 2023, and video content marketing has become an essential part of any successful digital marketing strategy — and it’s only getting...

The power of Ai
Unleashing the Power of AI in Marketing Automation Tools

If you’re reading this, you’ve surely dabbled into a marketing automation tool at some point. From lead generation to audience segmentation,...

Targeting strategies
Mastering Segmentation & Targeting Strategies for a Killer Campaign

Picture this: you’ve come up with great content, your assets are crisp, and you’re ready to hit send. You send out your campaign along a...

Is TikTok Safe
TikTok Privacy & the Future of Video Content

Are you concerned about your company’s privacy on TikTok?  We get it. The platform has come under heavy fire in recent months for its shadowy...


Fortnightly digital marketing tips and insights